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研究生:吳翊齊
研究生(外文):Wu, Yi Chi
論文名稱:B2C電子商務信任之研究:以齊氏影響力模式闡述網路購物流程
論文名稱(外文):A study of B2C E-Commerce trust: applying cialdini’s influence model to internet shopping process
指導教授:李有仁李有仁引用關係
指導教授(外文):Li, Eldon
學位類別:碩士
校院名稱:國立政治大學
系所名稱:資訊管理研究所
學門:電算機學門
學類:電算機一般學類
畢業學年度:99
語文別:中文
論文頁數:88
中文關鍵詞:消費者信任信任建立模式結構性確保Cialdini影響力模式信任信念
外文關鍵詞:Consumer TrustTrust Building ModelStructural AssuranceCialdini's Influence ModelTrusting Belief
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  網際網路的成長,促使電子商務快速發展。然而,回顧電子商務的市場現況,即使網路購物規模不斷成長,但是卻仍有54.9%的網路商店未能達到損益平衡,主要原因在於激烈的市場競爭環境導致商品毛利率降低,獲利速度減緩。因此,資策會認為網路商店若想在競爭市場中脫穎而出,網站的技術安全必須值得消費者信任。

  消費者不願意在網路上購買商品或服務,是因為缺乏對網路購物相關安全性的信任與缺乏對網路上企業可靠性的信任。因此,如何建立消費者對網路商店的「信任」,是企業獲得顧客的關鍵因素。

  過去文獻指出,信任信念能藉由改善網站的結構性確保來提升,且消費者對網站的信任信念會影響到其信任網站的態度。因此,本研究根據文獻探討的方式找出Cialdini影響力模式及其所會影響的消費者信任信念的各個構面,並利用此模式作為結構性確保的實驗變數來設計網站,從中操弄各項實驗變數以探討各種不同影響力原則影響消費者信任信念之效果。接著,再進一步分析各個信任信念分別如何影響消費者的信任態度,以全盤了解消費者初次瀏覽網路商店網站時,利用Cialdini影響力模式所歸納的網站結構性確保所影響之效果。

  本研究透過實驗室實驗法模擬網路商店的購物情境,並操控不同Cialdini影響力原則所設計的結構性確保,研究結果發現:

1. 除了「好感」原則的結構性確保外,網站中其餘的結構性確保在消費者瀏覽網路商店時,皆會正向影響到消費者的信任信念。
2. 消費者的「認知診斷」、「認知保證」、「認知信心」、「認知能力」、「認知可靠」、「認知嚮往」等信任信念的各個構面,會正向影響消費者的「信任態度」。

 The e-commerce environment has developed rapidly with the fast growth of Internet. However, by reviewing the market status of e-commerce, there were still 54.9% of Internet shops which couldn’t make the profit and loss balance even the internet shopping was growing constantly. The environment was so competitive that the profit margin of product reduced and the rate of making profits slowed down. Therefore, the Institute for Information Industry advised internet shops to enhance their internet security of websites if they wanted to stand out from the competitive environment.

 Consumers are not willing to purchase the products or services due to the lack of trust in the security of the website and credibility of the internet shops. For this reason, the key to gain the consumers is how to make them trust the internet shops.

 Past researches indicated that the consumer’s trusting beliefs can be enhanced by improving the structural assurance of the website. In addition, these trusting beliefs were positively related to the trusting attitude toward the website. Therefore, we identified the constructs of the trusting beliefs which could be affected by Cialdini’s Influence Model from literature review. We used this model to design the structural assurances of the website as experimental variables to probe the differences of consumer’s trusting beliefs under the model’s principles. Furthermore, we understand the effect of structural assurance by analyzing how the constructs of trusting beliefs affected consumers’ trusting attitude when consumers visit the Internet shop at the first time.

 This research manipulated the principles of Cialdini’s Influence Model to design the structural assurance of website and simulated the situation of internet shopping via laboratory experimentation. The research result was shown as below:
1. The structural assurances designed by Cialdini’s Influence Model were positively related to the trusting beliefs of consumers except the “Liking” principle.
2. The constructs of consumer’s trusting beliefs were related to the trusting attitude toward the website positively and respectively.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 4
第二章 文獻探討 6
第一節 消費者信任及信任建立模式 6
2.1.1 信任 6
2.1.1 信任建立模式 7
第二節 Cialdini影響力模式 12
第三節 計畫行為理論 14
2.3.1 計畫行為理論的發展 14
2.3.2 行為信念與行為態度之相關性 16
2.3.3 網路消費者信任信念的構面 17
第四節 研究架構 21
第五節 研究假說推理 22
2.5.1 結構性確保因素影響消費者信任信念 22
2.5.2 消費者信任信念影響信任態度 25
第三章 研究方法 26
第一節 研究設計 26
3.1.1 實驗設計 26
3.1.2 實驗網站 29
3.1.3 實驗對象 31
第二節 研究變數之操作化定義 32
3.2.1 自變項之定義與操弄 32
3.2.2 自變項之衡量問項 40
3.2.3 應變項之操作化定義 42
3.2.4 應變項之衡量問項 43
第三節 統計分析方法 47
3.3.1 信度與效度分析 47
3.3.2 成對樣本t檢定 49
3.3.3 基本敘述統計 49
3.3.4 變異數分析 49
3.3.5 複迴歸分析 50
第四章 資料分析 51
第一節 樣本分布說明 51
第二節 量表信效度檢定 53
4.2.1 信度檢定 53
4.2.2 效度檢定 53
4.2.3 實驗效度檢定 55
第三節 假說檢定 58
4.3.1 雙因子變異數分析結果 58
4.3.2 複迴歸分析與共線性檢測 61
第五章 結論與建議 64
第一節 研究結論 64
第二節 管理意涵 67
第三節 理論貢獻 70
第四節 研究限制 71
第五節 未來研究方向 73
參考文獻 74
附錄:研究問卷 81
附錄二:實驗網站 84
附錄三:Pearson相關分析表 88

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